HIZENTRA SPOT

HIZENTRA is a treatment for Primary Immunodeficiency (PI). This was a huge opportunity for CSL Behring and for us (Fingerpaint)—it’s the first DTC spot CSL Behring ever created.

I wrote the winning concept and script and supervised the shoot in Barcelona. We worked hard on the special effects with award-winning production house, The Mill. I was involved in every step of the process.

This is the first of two spots—the client loved it so much, she wanted use to create a “brother” spot, where we reconcepted the script for a male hero. We ultimately shot and produced both back to back in Barcelona.

BREZTRI SPOT

Breztri’s competitor regularly uses songs as the mainstay of their advertising. The tunes are top 40 hits, they’re memorable, they stick in your head even when you don’t want them to, and crazy expensive. We hate that, but that’s why it works, and why it’s tough to beat.

So we decided to go at them head on. COPD is no walk in the park. We used that as our starting point and named the campaign for what we wanted to say about the truth of COPD. It’s time to get real.

Oh, and it helped that our ECD kept pushing the whack factor. Not that often in pharma you get support for that. This spot also paved the way for the brand to create more spots using the same creative device. Needless to say, this was hella fun.